The holidays are supposed to be about joy and cheer, but shopping for the then can be quite transactional and unfeeling. So, when Target asked us to create a campaign that humanized and personified their holiday swagger, #KrisFromTarget was born (to be wild).
Meet Kris, Target’s newest, “weirdly hot,” Team Member. He loves the holidays as much as the next guy. Actually, way more than the next guy. Actually, way more than anyone we know. But that’s beside the point. What is important is that shiny red Bronco, the coiffed beard, and of course, his new holiday gig at the TikTok viral #MountainTarget.
I wrote and creative directed this campaign at Mythology for Target
Team:
Director - Wayne McClammy at Hungry Man
VFX Supervisor - Jake Montgomery at Jamm
ECD - Chris Shipman
Art Direction - Chelsea Baken
Art Direction - Elizabeth Dilk
Art Direction - Claire Roudabush
Art Direction - Chad Chadderton
Copy - Jason Scott
Producer - Kenny Farrell
Executive Producer - Andy Wilcox
Executive Producer - Erika Best
VP Account Director - Heather Mayo
Account Director - Nicole Sorice
Strategy - Jessica Navas
When Target asked us to help launch their exclusive Wicked collaboration, we knew it had to defy gravity. Using the iconic and infectious Elphaba riff, we made it known that there really is no place like Target to shop everything Wicked. And yes, Cynthia Erivo belted it live.
That’s My Line has since become a viral trend across social media and culture, giving a voice to people’s love for Wicked and Target, everywhere.
I wrote and creative directed this campaign at Mythology.
Director - Alice Brooks
ECD - Chris Shipman
CD - Lena Kuffner
Art Direction - Claire Roudabush
Producer - Kenny Farrell
Executive Producer - Andy Wilcox
Executive Producer - Erika Best
VP Account Director - Heather Mayo
Account Director - Monica Sharma
Strategy - Jessica Navas
First-aid for when fun wins. I worked closely with Mythology to create a brand tagline, positioning copy, as well as named and develop copy for a range of products, for Welly, the first brand that brings levity and freshness to otherwise cold and scary first aid aisles.
I worked with the team at Mythology to write and creative direct an anthem film, brand language, and an OOH campaign for Mirror– the nearly invisible home gym.
When Design for All partnerships began over 20 years ago, Target’s promise was to deliver elevated design at lower prices, for everyone–a radical declaration at the time.
Today, it's become a symbol of progress for Target and culture-at-large, expanding on that ALL by bringing renowned artists, designers, and beloved brands to all budgets, all backgrounds, all sizes, all abilities, all ages and generations and all points-of-view.
Over the past 5 years I've worked with Mythology to concept, creative direct, and produce nearly every launch campaign for Target's designer partnerships.
Designer Partnerships Include: Agua Bendita, Alexis, Christian Robinson, Christopher John Rogers, Cushnie, Diane Von Furstenburg, Fe Noel, Kika Vargas, La Ligne, Lisa Marie Fernandez, Love Shack Fancy, Nili Lotan, Rachel Comey, Rhode, Rixo, Rowing Blazers, Sandy Liang, Sergio Hudson, Stoney Clover Lane, Tabitha Brown, Victor Glemaud, Victoria Beckham, Vineyard Vines
PASSWORD: sawyer
Who better to dispel all the old wives' tales about diesel cars than old wives themselves?
We partnered with Gwen Stefani on the first music video created live on TV. In one take, we made music history in front of the 25 million people watching the GRAMMYs.
SELECTED PRESS
Billboard, People, Ellen, Jimmy Kimmel Live, Variety, Rolling Stone, Fortune, Time, Mashable, Perez Hilton, Ad Week, MTV, Access Hollywood Live, Forbes, Huffington Post, E!, ET, Spin, Fuse, InStyle, Nylon, Complex
Stereogum, Us Weekly, Media Post
PASSWORD: sawyer
We launched the first preview of Adele's record-breaking album "25" with 7 music videos aired on a massive media roadblock across all networks and social channels the week before the album's release.
SELECTED PRESS
Creativity Editor's Pick
Just Jared
Perez Hilton
PASSWORD: sawyer
Sorry in advance for the vulgar copywriting.
Leading up to the premiere of Deadpool 2, we teamed up with 20th Century Fox and 7-Eleven to create an integrated 360 campaign in which Deadpool took over every 7-Eleven store across the nation.
SELECTED PRESS: Fast Company, Creativity Editor’s Pick, High Snobiety, Backlash, Time Out
There's nothing worse than forgetting your sunglasses on a beach day. Enter Warby Parker's new Beachside Service for Forgotten Sunglasses. Just text the number in the sky and voila a new pair of stylish shades are on their way to you, without ever leaving the beach. (In an adorable vintage VW no less).
Not just your neighborhood liquor store. Not just an online shop. Housebar is transforming the liquor space by reimagining retail, digital and product curation.
I worked with GEO NYC to build the Housebar brand from the ground up first by naming it and its sub-brands and then developing its brand voice across all touch points from marketing to online to packaging.
I worked with Mythology to give this modern dental practice and dental hygiene brand a fresh look and feel with a whole suite of friendly and inviting creative surrounding brand identity and language.
PASSWORD: sawyer
For the 2017 GRAMMYs we remade the classic 1988 hip-hop anthem “It Takes Two” with Lil Yachty, Carly Rae Jepsen and Mike Will Made-it.
The music video, directed by Roman Coppola and choreographed by La La Land’s Mandy Moore, brought Target to life in a way no one had ever seen before. The video garnered over 4 million views in 2 days on Youtube, and the single has over 1 million streams on Spotify.
SELECTED PRESS
New York Times
Pitchfork
Fader
Stereogum
Billboard
XXL
The Verge
Nylon
Swedish Fish
How better to talk about the best new way to go to the movies than through some of the most iconic movie quotes of all time?
Our film stars Anna Faris and was directed by Peter Berg.
We made Back to School all about flipping the traditionally dreaded school list into something Target could own and celebrate. Whether they’re an aspiring novelist, aerialist, instrumentalist, stylist, or muralist, Target has something for every school list.
PASSWORD: sawyer
We spiced up everyone's wardrobe with Target's most anticipated design collaboration to date, all to the beat of the Spice Girls' iconic track, "Spice Up Your Life."
As any dijon dignitary would, Grey Poupon joined the digital revolution fashionably late and under one stipulation- they would have the first ever members-only Facebook page. We rejected thousands, but those admitted enjoyed the quips and banter of the tastefully elite. Bienvenue a la Society of Good Taste!
PASSWORD: sawyer
When Carlos and Eva find a house that needs a little love to be ready for the holidays, they enlist the help of all their favorite toys. 17 spots throughout the season show how they work together to transform this house into a home for the holidays.
After creating a beloved soundboard for Beyoncé, Old Spice wanted one of their own. This is Manboard: The sweet sounds of man smells at the touch of tiny buttons.
Here's my take on an homage to Queen Bey. Bow down bitches.
SELECTED PRESS
Huffington Post, Pitchfork, MTV, Fader, Buzzfeed, Gawker, NPR, Vibe, Spin, A.V. Club, OysterMag, Cosmopolitan, Bustle, Saint Heron, Funny or Die
AWARDS
FWA Shortlist
Webby Award Honoree
We created the world's first annual award show for animated GIFs.
According to very scientific studies, teens hate humans but LOVE their phones. So, when it came to telling them all the things they need to get their future college dorm room ready to party, I mean study, we gave them a totally non-human dorm room stylist to help them out.
Meet Target's College Stylist Bot. Designed completely on the cool kids' fave app, Kik, it uses IBM's Watson Artificial Intelligence to get to know your personal style, pair you with an expert influencer stylist, and help you uncover your new favorite college must-haves. Like, who even needs a mom....except for her credit card, i guess?
PASSWORD: sawyer
Old Navy Style Attendant, Brad Goreski is here with an important message: Fashion safety first! This spring, we're all getting upgraded with better Old Navy jeans, tees, hoodies and dresses. And this stylist to the stars is here to show you exactly how to style your new Old Navy upgraded basics to make a first-class impression, wherever your final destination may be.
PASSWORD: sawyer
The flavors on Applebee's Taste of Summer Menu take diners straight to their summer happy place.
PASSWORD: sawyer
Facebook is filled with spoilers and it’s time that we took a stand against them. Download the The Spoiler Spoiler browser plugin for Google Chrome, choose up to three movies or TV shows from the Netflix library that you don’t want spoiled, and voila, facebook posts from your friends that once contained spoilers, will be replaced with text that endearingly says, “la la la la nothing to see here.”
Thinking About Flying was a project by artist Jon Rubin at the Museum of Contemporary Art Denver (MCA). I collaborated with Rubin to bring this project to life.
The MCA was provided with a group of young homing pigeons to be cared for by the museum and trained by its visitors. Museum visitors were invited to participate by taking home a pigeon in a carrying case and releasing the pigeon to fly back to its loft on the museum’s roof. As this training process progressed, the pigeons traveled distances increasing from a few blocks to over 400 miles.
By sharing in the responsibility of caring for the pigeons, the relationship between the visitors and the institution is made explicit and personal, and a collective stake in the ongoing life of the artwork is initiated. The traditional notion of an art museum is inverted as domestic spaces perform the function of temporary exhibition sites and the institutional space is cast as a domicile and caretaker. In this way, the work maps the social and geographic relationship between the institution and its constituent audience.
